An unfortunate victim of COVID-19: Our 360° event branding concept to celebrate the birthday of iconic Italian motorycle brand MV Agusta, taking over the company's hometown of Varese as well as digital channels.
The concept: 75 years of motorycle art.
The event logo took strong inspiration from MV Agusta motorcycle parts, reflecting an attention to detail in engineering. A bespoke logo type for the brand further referenced industrial typography, accompanied by a minimal rendition of their iconic logo mark.
We elevate every artefact from the MV Agusta journey and unlock the story of each piece; highlighting the design and the engineering, celebrating every detail and the people who have the skill, the artistry and the craftsmanship to create them.
Factory workers are shown as creators. Parts of motorcycles become pieces of art in their own right, exhibited with pride and annotated with dates, materials used, and significant historic facts that tell their story — sometimes they are even signed by those who made them.
In nearby Milan, a guerrilla statue cast entirely from white resign appears on the Piazza del Duomo — signed not just by the designers and engineers, but all the workers in the MV Agusta factory. A celebration of real, local community.